Is PETA billboard idea over the top?

http://www.foxnews.com/us/2011/09/29/mother-shark-attack-victim-says-peta-campaign-is-over-top/
Actually, might be a dumb question. They do a lot of stuff over the top. But this quote from a PETA official about a young man who was the victim of a shark attack (resulting in 800 stitches) is kind of callous and a little scary:

"We're glad that Mr. Wickersham is going to be OK," she said. "We hope that after this experience he considers the pain and terror that fish feel when they are impaled and suffocated to death."